When you set up a new Adwords account a new gmail address is created and synchronised with your website. The GEO targeting is set with your local time and business open times, if relevant.
2. Establish Website Links
It’s not that your home page is bad, but you should have a better page for AdWords traffic. Based on the search term someone used, you have some idea of what their problem is. Send them to a page that answers that question directly, whether it’s a product page, the pricing page or a custom landing page. The only exception might be searches on your brand name, but again, can you send them to a better page?
3. Establish Campaign Type
By default a new campaign will show ads on the search AND display networks. These are two very different animals and should be handled separately. Search is based on what the user actually typed and indicates a user that is actively involved in looking for something. Display is placing ads next to content on various sites around the Internet. These people are not actively looking and you need to pull them away from what they’re reading. This means different ad copy and different targeting.
4. Establish Campaign Structure
Within one account, you can have as many as 1,000 campaigns. Decide what your goals are. Think about how you would like to organize your campaigns. Common organizational techniques include:
By product or service group
By geographic location or region
Campaign structure is important, because budgets are set at the campaign level. Establish your campaigns based on how you want to allocate and manage your PPC investment.
5. Create Ad Groups
Once you have decided upon your campaign structure, you need to develop ad groups within each campaign. Ad groups further organize/categorize your ad program. For example, you might create an ad group for each specific product or service.
6. Set Ad Targeting
A campaign can target the Search Network only, Display Network or remarketing (where you are re-targeting previous website visitors based upon an action or lack of action taken on your site).
7. Conduct Keyword Research
The key to successful keyword research is to understand how your customers search.
Don’t assume you know what they type into the search bar. Use the resources available to you to help identify the best keywords for your campaign.
Here are four factors you should consider when selecting keywords:
Paid search competition
Market click cost
Google’s keyword planner is an excellent resource to help you identify potential keywords. You will want to include a few obvious search terms, along with your landing page URL, when using the keyword planning tool.
This will allow you to identify additional search terms to include in your campaigns that are relevant to your product or service offering. The tool will provide estimated bids and spend forecasts.
8. Add Negative Keywords
Don’t forget the importance of negative keywords. The planner can also help you identify negative search terms that you will want to implement in your campaign.
Negative keywords help save you money by preventing your ad from showing on non-relevant search queries.